1

Table of Contents
1. Executive Summary: .......................................................................................................................... 3
2. Introduction: ..................................................................................................................................... 4
2.1 The Time Share Concept: ................................................................................................................... 5
2.1.1 Fixed Time Share Concept: ................................................................................................................ 5
2.1.2 Floating Time Share Concept: ........................................................................................................... 5
3. Company Profile: ............................................................................................................................... 7
3.1 Company: ........................................................................................................................................... 7
3.2 Parentage........................................................................................................................................... 7
3.3 Domain Expertise ............................................................................................................................... 8
3.4 Mission............................................................................................................................................... 8
3.5 Vision ................................................................................................................................................. 8
3.6 Logo: .................................................................................................................................................. 8
4. Product Profile: ................................................................................................................................. 9
5. Literature Review: ........................................................................................................................... 10
6. Conceptual Framework: .................................................................................................................. 11
7. Research Rationale: ........................................................................................................................ 12
7.1 Statement of the Problem: .............................................................................................................. 12
7.2 Research Questions: ........................................................................................................................ 12
7.3 Research Hypothesis: ...................................................................................................................... 12
8. Objective of the Study: ................................................................................................................... 13
9. Nature and Scope of the Study: ...................................................................................................... 13
10. Method of the Study: ...................................................................................................................... 14
10.1 Population: ...................................................................................................................................... 14
10.2 Sampling Unit: ................................................................................................................................. 14
10.3 Extent: ............................................................................................................................................. 14
10.4 Period: ............................................................................................................................................. 14
10.5 Sample Size: ..................................................................................................................................... 14
10.6 Sampling Procedures: ...................................................................................................................... 14
10.6.1 Multistage sampling ........................................................................................................................ 14

2

10.7 Research Instrument: ...................................................................................................................... 15
10.8 Research Methodology: .................................................................................................................. 15
10.9 Data Collection Technique: ............................................................................................................. 15
10.9.1 Primary Data: .................................................................................................................................. 15
10.9.2 Secondary Data: .............................................................................................................................. 15
10.10 Types of Research: .......................................................................................................................... 16
11. Data Analysis and Design: ............................................................................................................... 17
11.1 Demographic analysis of the respondents: ..................................................................................... 17
11.1.1 In terms of Age Group: .................................................................................................................... 17
11.1.2 In terms of Occupation: .................................................................................................................. 18
11.1.3 In Terms of Income: ........................................................................................................................ 19
11.1.4 People Spent on holidays per year: ................................................................................................. 19
11.1.5 Percentage of purchased membership in terms of occupation: ..................................................... 20
11.1.6 Percentage of Purchased membership in terms of age: .................................................................. 20
11.2 Analysis of the most attractive feature of the Product: .................................................................. 21
11.3 Analysis of most undesirable feature of the Product: ..................................................................... 23
11.4 To analyze whether the most attractive factor has significance on sales: ...................................... 25
11.4.1 Result of the correlation Test: ......................................................................................................... 25
11.4.2 Regression analysis: ......................................................................................................................... 28
12. Findings & Suggestions: .................................................................................................................. 29
13. Limitations of the Study: ................................................................................................................. 30
14. Conclusion: ...................................................................................................................................... 30
15. Bibliography: ................................................................................................................................... 31
15.1 Web Sources: ................................................................................................................................... 31
16. Annexures ....................................................................................................................................... 33



3

1. Executive Summary:
This research work was started from November, 2013 to identify the factors which have the
positive and the negative effects on the customers purchasing decision in Time Share resorts
industry. The research work was carried out in Uttarakhand state. As the time share holiday
concept has proven itself as a very modern and booming concept of doing holidays in India, it
seeks new concepts and theories to serve its members and new customers better. The research
work was carried out with help of the market leader, Club Mahindra, to get the deepest insight
of the customers decision making process. For this purpose a direct approach was taken, in
which customers were made aware about the time share concept of doing holidays with the
help of a presentation structured by Club Mahindra and interview with the customers for at
least 45 minutes with each family by sitting at Club Mahindras office. For the aforementioned
study 30 customers were considered as the total sample size. The answers of these samples
were recorded with the help of the structured questionnaires and were analyzed accordingly to
fulfill the objectives of the research work.


4

2. Introduction:
Timeshare concept has become a renowned concept of doing Holidays in the world. Holiday
Giants are developing new concepts every moment to make their offerings more attractive.
Timeshare can be defined as An arrangement whereby joint owners use a property as a
Holiday Home at different specified times. It was in the 1960s when the timeshare concept
came into the picture. The oil crisis that followed only reinforced the logic of buying vacation
ownership as against investing big in individual ownership of property. The Timeshare concept
in India was introduced by Dalmia Resorts in 1985. After that Sterling was fast to catch up, this
came into existence in 1986. In todays date one of the major players of timeshare industry in
India is Club Mahindra. Club Mahindra started operation in September 1996 in Chennai and has
proven themselves as the market leader in the timeshare space, with a market share of nearly
72%, in the third quarter of 2012-13. The sales and net profit during this period rose by 19%
and 14%, respectively, compared with that in the same period last year. Other major players in
timeshare industry in India are Resort Condominiums Internationals, Ramada Hotels & Resorts,
Hyatt Vacation Club, Marriott vacation club, Holiday Inn, Clifftop Club, Sterling Holidays, and
Magic Holidays.
Statistics from latest survey of the timeshare industry confirms that Customer Satisfaction index
is reaching over 85%. 64% of timeshare owners are delighted and are ready to recommend
their home resorts to the other family members and friends. Average growth rate of Timeshare
industry in India is over 15% on a compounded rate. Indias timeshare industry adds 18000
members annually.


5


2.1 The Time Share Concept:

According to Oxford Dictionary timeshare is defined as an arrangement whereby joint owners
use a property as a holiday home at different specified times. In time share an organization
establishes a number of resorts and collects money to make a pool and entitles the customers
as the owner of the resorts for a specific time window of the year for a particular tenure. Here a
customer takes upfront just to secure his holidays at quality resorts and quality services, which
another way makes the customer free from the inflation effect.
Although timeshare projects were on a small, fragmented and relatively unregulated, timeshare
had started to take off and by the end of the 1970s annual sales had risen to $50million.
Timeshare has evolved over the years from the fixed week system to the latest point systems
though the systems have their own pros and cons.
One of the biggest attractions of timesharing is the ability to exchange ones timeshare week
for a week at a timeshare. High satisfaction rate, affordability and low market penetration hold
the promise for future industry growth.
2.1.1 Fixed Time Share Concept:
In the 1960s, timeshare resorts were sold in Fixed-Week increments, which simply meant that
the consumers was entitled to use the resorts facilities at a set week, every year for the length
of the agreement.
2.1.2 Floating Time Share Concept:
In the 1970s and 1980s, consumers began demanding more flexibility in how they could use
their purchase, and the industry answered this concern with a Float Week offering. Simply a
floating week offerings means that the consumer is entitled to resort access rights within a
specified range of weeks within a calendar year or as specified within the contract.


6

Three most common types of timeshares are,
Deeded Interests:
He or she has obtained legal ownership of the villa for a weekly interval that grants the owner
the right to use the property for the week specified in the deed. Within this deed type of
conveyance, the purchaser has the legal right to, (a) Use the real property,(b) Share the
property with family members, (c) Sell the real property.
Right to Use:
The individual has given contractual rights to use the timeshare facility for specified time. After
the expiration of the period the purchaser right of usage terminates unless he or she purchases
additional time.
Lease-hold Agreement:
The purchaser has the right to inhibit the timeshare unit for a specified period of time and at
the termination of the lease, the property reverts to the timeshare developer.


7

3. Company Profile:
3.1 Company:

Corporate ID Club Mahindra Corporate
Company Name Mahindra Holidays & Resorts India Ltd.
C.E.O Rajiv Sawhney
C.F.O Aloke Ghosh
Type Public
Website www.clubmahindra.com

Mahindra Holidays & Resorts India Ltd., (MHRIL) is a part of the Leisure and Hospitality sector of
the Mahindra Group and brings to the industry values such as Reliability, Trust and Customer
Satisfaction. Started in 1996, the companys flagship brand Club Mahindra Holidays, today has
a fast growing customer base of over 160,000 members and 40 beautiful resorts at some of the
most exotic locations in India and abroad. MHRIL includes the brands Club Mahindra Holidays,
Club Mahindra Travel, Club Mahindra Fundays, Mahindra Homestays and Zest. Club Mahindra
started with a single resort in Munnar in 2007. Presently, the company has 45 resorts in India
and abroad. In 2013, it was reported that the company is working towards acquiring and
building additional resorts all over the world. Club Mahindra is also a Resorts Condominium
International (RCI) affiliate. As of 2014, sixteen of the Club Mahindra resorts were bestowed
with the RCI "Gold Crown" rating. Club Mahindra is also affiliated with Dial an Exchange.
3.2 Parentage

Mahindra Holidays & Resorts India Limited is part of the USD 16.7 billion multinational
Mahindra Group. With over 180,000 employees in 100 countries across the globe, the Group is
also among Indias top ten Industrial Houses with interests in aerospace, aftermarket,
agribusiness, automotive, components, consulting services, defense, energy, farm equipment,

8

finance and insurance, industrial equipment, information technology, leisure and hospitality,
logistics, real estate, retail, and two wheelers.
3.3 Domain Expertise

Over the last decade, MHRIL has established itself as a market leader in the family holiday
business. The company has followed a two pronged strategy rapidly increasing its bouquet of
resorts to provide more variety in holidaying options and enhancing its service levels to its
members to provide delight at every point of interaction. All MHRIL resorts are totally geared to
cater to a variety of holiday needs and experiences in all areas of operation, from housekeeping
to food & beverage to holiday activities. Creating and managing the holiday experience is core
strength.
3.4 Mission
Good Living. Happy Families.
3.5 Vision
We will be among the Top 5 VO companies of the world in terms of member base by FY 2016.
3.6 Logo:





9

4. Product Profile:
The company has modified the concept of Timeshare holidays, and has brought a new concept
called Vacation Ownership Program.
Tenure of Membership: 25 years.
Entitled Weeks 25 weeks or total 175 Days.
No. of Resorts 45
Resorts in India 40
Resorts in Abroad 5
USP No fixed week or Destination.
One Up Exchange.
Advance booking from 4 months onwards.
Entitlement India and Abroad at same cost.
Inflation Free Holidays.
Online Booking Facility.
Automatic Accumulation of days.
No family size limit.
Seasons Blue (Off Season)
White (Autumn Season)
Red (Peak Season)
Purple (Festive Season).
Cottage Sizes Studio
1 BR
2BR
Tie UP Free membership of RCI for two years for more than 5000+
locations all over world.
Transferable Yes. (Sell, Rent, Gift).



10

5. Literature Review:
The top reasons for recommending timeshare were the advantages of the exchange system,
general resort satisfaction, the affordability of high-quality accommodations at an affordable
price, and the good value for money. The top reasons why the owners felt the sales
presentation was not effective were that the presentation was too aggressive and high
pressured, that the customers were not given correct information, and that the maintenance
fee was not stressed enough.
Researchers Richard Ragatz and John Crotts conducted two studies of U.S. RCI customers. One
study, conducted in 1998 (Ragatz & Crotts, 2000), was on timeshare owner attributes and the
second study (Crotts & Ragatz, 2002) was a comparison of recent timeshare owners (those who
had purchased timeshare in 1996 and 1997) and current owners (those who purchased
timeshare in 1995 or earlier). The top three reasons owners liked their timeshare was because
of the exchange opportunities, the ability to save money on future vacation costs, and because
they liked the quality accommodations and amenities of the resort and unit.
Researchers (Sparks et al., 2007) sought to find out which dimensions of customer value related
to the holiday experience in general and which value dimensions relate more expressly to
ownership for Australian timeshare owners. Using qualitative group interviews, the researchers
identified 12 dimensions of value that might be relevant to timeshare accommodations. These
dimensions were convenience, location, relaxation, social, fun and enjoyment, financial,
flexibility, gift, luxury, new experience, ownership pride, and reward. Their findings strongly
suggested that timeshare generates value for the customer in a multi-dimensional manner.


11

6. Conceptual Framework:

Malls
Market
s
Surveyors
Telemarketing
Walk in into Office
S
a
l
e
s

p
r
e
s
e
n
t
a
t
i
o
n

a
n
d

I
n
t
e
r
v
i
e
w

Yes
No
Easy Payment Options, Inflation
Free, Premium Facilities,
Affordable, Wide Choice of
Resorts, Brand Mahindra, and
International Holiday Options.
Cost not Affordable, Tenure,
Annual Fee, Better option for
Holiday, Advance Planning,
Feedback from friends and
families
Feedback Recorded
Stage 1
Stage 2
Stage 3

12

7. Research Rationale:
The previous timeshare studies have made an important contribution towards the growing
body of knowledge on timeshare, consumer behavior, and satisfaction variables. A key
shortcoming, however, remains. The previous studies just identified the factors those were
considered as preferable or not preferable after the purchase or before purchase .The previous
timeshare surveys were not conducted at the time of purchase but were conducted several
months or years later. The current study addresses this issue by surveying a large sample of 30
consumers at the time of their timeshare purchase to gain deeper insight into timeshare
purchase motivations and demotivation factors of consumers and to determine the most
attractive feature that influenced their purchase of a timeshare unit. The data was collected
over a 180 days period. Therefore, the main research question of the study was:
7.1 Statement of the Problem:
The research study was carried out to identify the most attractive and most undesirable feature
of the product, therefore also to determine the significance of the most attractive feature on
sales.
7.2 Research Questions:
1. What customers perceive as the most attractive factor of the product?
2. What customers perceive as the most undesirable factors of the product?
3. Is there any significance exists between the most attractive features of the product on
sales?
7.3 Research Hypothesis:
H
a
: The most attractive feature of the product has significance on sales.


13

8. Objective of the Study:

From the review of literature and the study conducted to explore the research gap, the broad
objective can be enumerated to analyze the factors effecting purchasing decisions of Time
Share resorts.
The Specific Objectives which has been branched out of this broad objective are as follows
1. To identify the most attractive feature of the product.
2. To identify the most Undesirable feature of the product.
3. To determine the significance of most attractive feature on sales.
9. Nature and Scope of the Study:
This research work includes both the descriptive and conclusive research. A descriptive
research work has been carried out to identify the factors perceived as the important factors
for purchase decision making by the respondents of the Uttarakhand state. From the review of
literature the factors were identified and were surveyed through questionnaire and interview
process. The descriptive research was implemented to also to analyze the product features. The
features of the product were analyzed with the help of the primary data collected to assess the
most attractive and most undesirable feature of the product.
At last a conclusive research was carried out to justify whether the most attractive feature,
identified from the descriptive research, was strong enough to generate sales or not. This study
has recorded the responses of different people belongs to different income group, profession,
age and with different preferences. The study was done through the responses of people
belongs to different corner of a state Uttarakhand, and has a wide future scope of expansion by
doing a nationwide survey. The conclusion and the findings of the research work will be able to
generate some recommendations to the company to make its product more attractive and may
help to increase sales figure.

14

10. Method of the Study:
10.1 Population:
Families were invited to the office of club Mahindra from different locations of the state
Uttarakhand.
10.2 Sampling Unit:
Married couples
10.3 Extent:
Uttarakhand State, India.
10.4 Period:
Nov 2013 - April 2014.
10.5 Sample Size:
30
10.6 Sampling Procedures:
10.6.1 Multistage sampling

Stage 1: Convenience/Accidental sampling from general population in Uttarakhand
Stage 2: Stratified sampling (Strata 1: People below an income level; Strata 2: People above
a income level of 2.4 lack per annum from a population of people sampled in Stage 1.
Stage 3: Purposive/Judgmental Sampling (Strata 2 chosen) from Stage 2
Stage 4: Convenience Sampling (walk-ins only) from people chosen in Stage 3.

15

10.7 Research Instrument:
Two Structured questionnaire were used to record the information of the respondents and the
feedback after the sales presentation prepared by the Club Mahindra.
Interviews were conducted with each family for at least 45 minutes duration.
10.8 Research Methodology:
This report is based on primary as well as secondary data, however primary data collection was
given more importance. Part 1 for demographic study consisting of questions pertaining to the
respondents demographic profiles, such as age, gender, Designation, Organization, annual
income were asked.
10.9 Data Collection Technique:
10.9.1 Primary Data:
1. 10 surveyors were strategically positioned in different locations of Dehradun city to
collect the information about the income level and the car possessed by the families.
2. Collected data were filtered by a certain income level and a telecalling was done to
invite the families to the interview destination.
3. The families, who walked in, filled up the first questionnaire pertaining questions
regarding the demographic profile.
4. An interview was arranged with the families for at least 45 minutes.
5. After the interview feedback forms were get filled by the families.
10.9.2 Secondary Data:
The data published or unpublished, which have already been collected or processed by some
agencies for their statistical work are termed as secondary data. Secondary was collected over
the internet.

16


10.10 Types of Research:
The purpose of the research can be classified as:
Conclusive.
The process of the research can be classified as:
Quantitative,
Qualitative.
The outcome of the research can be classified as:
Applied Research.


17

11. Data Analysis and Design:
11.1 Demographic analysis of the respondents:
11.1.1 In terms of Age Group:
Age
Frequency Percent Valid Percent Cumulative Percent
Valid
"25-35" 11 36.7 36.7 36.7
"35-45" 16 53.3 53.3 90.0
"46-59" 1 3.3 3.3 93.3
">60" 2 6.7 6.7 100.0
Total 30 100.0 100.0


Interpretation:
From the above table it is clear that targeted respondents belongs the majority age group of 35
to 45 years. It also interprets that the middle-young age group are keenly interested about the
time share holiday concept.

37%
53%
3%
7%
Age
"25-35" "35-45" "46-59" ">60"

18


11.1.2 In terms of Occupation:

Occupation
Frequency Percent Valid Percent Cumulative Percent
Valid
Govt 8 26.7 26.7 26.7
Private 7 23.3 23.3 50.0
Business 15 50.0 50.0 100.0
Total 30 100.0 100.0



Interpretation:
From the above table it is clear that the majority of the respondents belongs the Business Class
Category.

27%
23%
50%
Occupation
Govt Private Business

19

11.1.3 In Terms of Income:
Income
Frequency Percent Valid Percent Cumulative
Percent
Valid
"<6" 14 46.7 46.7 46.7
"6-8" 4 13.3 13.3 60.0
"8-10" 4 13.3 13.3 73.3
"10-12" 6 20.0 20.0 93.3
">12" 2 6.7 6.7 100.0
Total 30 100.0 100.0

Interpretation:
From the above table it is clear that the majority of the people belong to the income group
having annual income lesser than 6 lacks per annum and the second majority group were
having the income 10-12 lacks per annum.
11.1.4 People Spent on holidays per year:

Spent on Holiday
Frequency Percent Valid Percent Cumulative Percent
Valid
<20000 19 63.3 63.3 63.3
>20000 9 30.0 30.0 93.3
>50000 2 6.7 6.7 100.0
Total 30 100.0 100.0

Interpretation:
The above table shows that the majority of the people spent less than 20,000 RS/ year. So it is
clear from the analysis, that doing holidays has not reached at the level of necessity in human
life.


20

11.1.5 Percentage of purchased membership in terms of occupation:

11.1.6 Percentage of Purchased membership in terms of age:

Interpretation:
So, it is clear from the analysis that the people of age group of 35-45 are the majority buyers.





67%
11%
22%
Chart Title
Business Class Private Job Govt. Service
45%
44%
11%
Age Group Purchased
Membership
Age 25-35 Age 35-45 Age 46-59

21

11.2 Analysis of the most attractive feature of the Product:

A population of 30 families was surveyed to find out the most attractive feature of the product.
For analysis, 7 factors were identified and compared. Those features were Easy Payment
Options, Inflation Free, Premium Facilities, Affordable, Wide Choice of Resorts, Brand
Mahindra, and International Holiday Options. These factors were identified during from
literature review, past experience of the company and during the interview families.

Easy Payment Option
Frequency Percent Valid Percent Cumulative Percent
Valid
False 25 83.3 83.3 83.3
True 5 16.7 16.7 100.0
Total 30 100.0 100.0




Inflation Free
Frequency Percent Valid Percent Cumulative Percent
Valid
False 24 80.0 80.0 80.0
True 6 20.0 20.0 100.0
Total 30 100.0 100.0



Premium Facilities
Frequency Percent Valid Percent Cumulative Percent
Valid
False 13 43.3 43.3 43.3
True 17 56.7 56.7 100.0
Total 30 100.0 100.0


22





Affordable

Frequency Percent Valid Percent Cumulative Percent
Valid
False 26 86.7 86.7 86.7
True 4 13.3 13.3 100.0
Total 30 100.0 100.0



Wide Choice of Resorts
Frequency Percent Valid Percent Cumulative Percent
Valid
False 15 50.0 50.0 50.0
True 15 50.0 50.0 100.0
Total 30 100.0 100.0


Brand Mahindra
Frequency Percent Valid Percent Cumulative Percent
Valid
False 19 63.3 63.3 63.3
True 11 36.7 36.7 100.0
Total 30 100.0 100.0

Like International Holiday Option
Frequency Percent Valid Percent Cumulative Percent
Valid
False 21 70.0 70.0 70.0
True 9 30.0 30.0 100.0
Total 30 100.0 100.0


23

Interpretation:
It is clear from the tables that more than a half of the total population has selected the
Premium Facilities provided by Club Mahindra is the most attractive feature among the other
features. So it is clear form analysis that people seeks Premium facilities for spending their
holidays, so that they can spend a quality time with their family.
It also can be interpreted from the analysis that Providing an ample number choices of holiday
destinations makes the product very attractive and desirable. After the facilities Wide range of
resorts was the second most attractive feature of the product.
The analysis shows that 36% of people liked the product because of the Reputation that
Mahindra and Mahindra Group hold in the market. So Brand image has a great effect on the
product feature and therefore in the purchasing decision too.
11.3 Analysis of most undesirable feature of the Product:

To find out the most undesirable feature of the product 6 factors were analyzed. These factors
were identified during the interviews with the families and sales representatives have identified
as the excuses given by the customers during purchasing decision. Those factors were, Cost not
Affordable, Tenure, Annual Fee, Better option for Holiday, Advance Planning, Feedback from
friends and families.

Cost not Affordable
Frequency Percent Valid Percent Cumulative Percent
Valid
False 26 86.7 86.7 86.7
True 4 13.3 13.3 100.0
Total 30 100.0 100.0



Tenure
Frequency Percent Valid Percent Cumulative Percent
Valid
False 17 56.7 56.7 56.7
True 13 43.3 43.3 100.0
Total 30 100.0 100.0


24



Annual Fee
Frequency Percent Valid Percent Cumulative Percent
Valid
False 28 93.3 93.3 93.3
True 2 6.7 6.7 100.0
Total 30 100.0 100.0






Best option for Holiday
Frequency Percent Valid Percent Cumulative Percent
Valid
False 29 96.7 96.7 96.7
True 1 3.3 3.3 100.0
Total 30 100.0 100.0



Advance Planning
Frequency Percent Valid Percent Cumulative Percent
Valid
False 19 63.3 63.3 63.3
True 11 36.7 36.7 100.0
Total 30 100.0 100.0



Bad Feedback
Frequency Percent Valid Percent Cumulative Percent
Valid
False 29 96.7 96.7 96.7
True 1 3.3 3.3 100.0
Total 30 100.0 100.0



25

Interpretation:
From the above tables it can be interpreted that the Tenure of the membership which is 25
years, have been identified by the 43% of people as an undesirable feature of the product. In
addition to that, the lack of Advance Planning for doing holidays has proved itself as a hurdle in
purchasing decision of the customers.
As the previous study interpreted that holiday has not yet reached in the priority list of peoples
life style, people never plan in advance for doing holidays. So, while taking a purchasing
decision for such a Future Holiday system, people faces lack of decision making capability.
11.4 To analyze whether the most attractive factor has significance on sales:
H
0
: The most attractive feature of the product does not have any significance on sales.
H
a
: The most attractive feature of the product has significance on sales.
11.4.1 Result of the correlation Test:

Easy Payment Option
Sold Like_Easy_Payment_
Option
Sold
Pearson Correlation 1 .293
Sig. (2-tailed)

.116
N 30 30
Like_Easy_Payment_Option
Pearson Correlation .293 1
Sig. (2-tailed) .116

N 30 30


Inflation Free
Sold Like_Inflation_Free
Sold
Pearson Correlation 1 .400
*

Sig. (2-tailed)

.028
N 30 30
Like_Inflation_Free
Pearson Correlation .400
*
1
Sig. (2-tailed) .028

N 30 30
*. Correlation is significant at the 0.05 level (2-tailed).

26






Premium Facilities
Sold Like_Facilities
Sold
Pearson Correlation 1 .572
**

Sig. (2-tailed)

.001
N 30 30
Like_Facilities
Pearson Correlation .572
**
1
Sig. (2-tailed) .001

N 30 30
**. Correlation is significant at the 0.01 level (2-tailed).

Affordable
Sold Like_Affordable
Sold
Pearson Correlation 1 .171
Sig. (2-tailed)

.366
N 30 30
Like_Affordable
Pearson Correlation .171 1
Sig. (2-tailed) .366

N 30 30


Wide Choice of Resorts
Sold Like_Choice_Resorts
Sold
Pearson Correlation 1 -.073
Sig. (2-tailed)

.702
N 30 30
Like_Choice_Resorts
Pearson Correlation -.073 1
Sig. (2-tailed) .702

N 30 30



27


Brand Mahindra
Sold Like_BrandMahindra
Sold
Pearson Correlation 1 .106
Sig. (2-tailed)

.578
N 30 30
Like_BrandMahindra
Pearson Correlation .106 1
Sig. (2-tailed) .578

N 30 30


International Holiday Option
Sold Like_InternationalOption
Sold
Pearson Correlation 1 .524
**

Sig. (2-tailed)

.003
N 30 30
Like_InternationalOption
Pearson Correlation .524
**
1
Sig. (2-tailed) .003

N 30 30
**. Correlation is significant at the 0.01 level (2-tailed).

Interpretation:
From the above correlation tests it is clear that most attractive feature which was the premium
facilities has the highest significance on sales, so the null hypothesis has to be rejected.






28


11.4.2 Regression analysis:


Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .775
a
.601 .474 .338
a. Predictors: (Constant), Like_InternationalOption, Like_Affordable,
Like_Easy_Payment_Option, Like_Choice_Resorts,
Like_BrandMahindra, Like_Inflation_Free, Like_Facilities
Coefficients
a

Model Unstandardized
Coefficients
Standardize
d
Coefficients
t Sig. Correlations
B Std. Error Beta Zero-
order
Partial Part
1
(Constant) .014 .112

.128 .899

Like_Easy_Payment_
Option
.128 .177 .104 .721 .479 .293 .152 .097
Like_Inflation_Free .228 .167 .199 1.367 .185 .400 .280 .184
Like_Facilities .480 .159 .519 3.020 .006 .572 .541 .407
Like_Affordable .143 .186 .106 .770 .450 .171 .162 .104
Like_Choice_Resorts -.244 .137 -.267 -1.785 .088 -.073 -.356 -.240
Like_BrandMahindra -.131 .142 -.138 -.925 .365 .106 -.193 -.124
Like_InternationalOpti
on
.327 .154 .327 2.116 .046 .524 .411 .285
a. Dependent Variable: Sold
Interpretation:
From the value of R
2
it can be interpreted that the model is efficient enough to explain more
than half of the sales variation. From the table it can be noticed that there is no sharp drop in
the value from Zero-order to Part for the Premium Facility variable, which interprets that the
variable has the greatest effect on the model and therefore on sales.

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12. Findings & Suggestions:
Time share industry of India has to target the age group 35-45 to generate sales. This
age group has the aspirations for doing premium holidays and also has the monetary
strength to afford a luxury Holiday Instrument. The maximum members of times share
industry belongs to this age group.
The analysis also shows that Doing Holiday is still a luxury in Indian lifestyle and still far
away to get a place in normal lifestyle.
The players of the industry must promote the benefits of doing holiday and also make
some promotional activities to motivate people for holidays.
The analysis has revealed that the business class people of Uttarakhand state has more
interest in adopting timeshare concept of doing holidays than the other people who are
in govt. service and Private Sector Job.
After the analysis it could be identified that the Premium facilities offered by club
Mahindra is the most attractive feature of the product. The facilities and service quality
is the core feature of Club Mahindra Membership.
So, Club Mahindra should keep their focus in making more pleasurable experience by
providing better services and that in turn will also help Club Mahindra to attain the
competitive advantage.
From the study it can be identified that the Mahindra name carries a positive reputation
in the market and has a positive impact on purchase decision making.
This study also revealed that the Tenure of the membership 25 years is the most
undesirable feature of the product.
The company must focus on creating some new offerings where the rigidity of the
tenure of the membership can be avoided.
The lack of advance planning about doing holidays has a great negative impact on the
purchasing decision of the customer.

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From the nonparametric tests, it is clear that the most attractive feature, Premium
Facilities is a strong pull factor of sales conversion and this feature can be treated as the
core competency of the company.
The Indian time share industry must get out of the marketing Myopia. In India the
timeshare players promotes their destinations as holiday destinations, but Indian
families gives lesser priorities towards doing holidays. So they should promote their
resorts as lifestyle product and promote their membership as style icons.
13. Limitations of the Study:

Owing to time constrains, sample size is taken only 30 respondents. Thus a part of the research
study revolves around the responses collected from them and may not be representative of the
entire population pool. The research work has been carried out with the reference to one
company only; the features of the other companys product were not analyzed. The survey was
limited to Uttarakhand state of India. The secondary data can be studied in a more extensive
way to identify more factors which plays an important role in purchase decision making of the
time share resorts. As the data was recorded just after the sales presentation and in the
presence of the sales representative the answers given by the respondents may be little biased.
14. Conclusion:
The study concludes that the Time share industry must identify the customer needs at frequent
intervals, so that they can make their offerings more attractive. The time share concept of
doing holidays is in its growth stage of its PLC in India. That shows a huge untouched market
and vibrant future scope to the industry. To increase the market share, one must identify the
factors which play very important roles in purchasing decision, as in this intense competitive
market scenario where every player are struggling to get competitive advantage, customer
satisfaction is the only key to stay ahead in the competition. Club Mahindra has already made a
distinct position in time share industry and their quality of services and attractive offerings have

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made them the market leaders. The companies should customize their offerings according to
the customer needs to add new customers and ensure repurchase.
15. Bibliography:

Bansal H S and Voyer P A (2000), Word-of-mouth Processes within a Services Purchase Decision
Context, Journal of Services Research, No 3, pp 166-177.
Fornell C and Wernerfelt B (1987), Defensive Marketing Strategy by Customer Compalint
Management: A Theoritical Analysis, Journal of Marketing Research, Vol 24, pp 337-346.
Malhotra . K. Naresh & Dash Satyabhshan, 2012, Marketing Research, Pearson, 5
th
Edition.
ZeithmalValarie A, Bitner Mary Jo, Gremler Dwayne D and Pandit Ajay, Services Marketing, TMH, 5
th

edition.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision
Processes, 50(2), 179-211.
ARDA (2005). The timeshare industry resource manual. Washington DC: American Resort
Development Association (ARDA).
Bruegger, R.M. (2001). Vacation ownership sales training: The one-on-one successful training guide
for the first year of timeshare sales. Lincoln, Nebraska: Writers Showcase.

15.1 Web Sources:

AIRDA - All India Resort Development Association, www.airda.org, accessed 29th January, 2014.
http://www.questia.com/library/journal/1G1-58521428/older-adults-as-a-distinct-timeshare-
market-in-australia, accessed 22nd February 2014.
"Evaluating point-of-sale buying decisions: Understanding why consumers" by Lisa Y. Thomas
digitalscholarship.unlv.edu, accessed 24th February, 2014.

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Learn all about how the Club Mahindra Membership Works www.clubmahindra.com, accessed 25th
February, 2104.
Club Mahindra Holidays - Wikipedia, the free encyclopedia en.wikipedia.org, accessed 25th February
2014.
Company Profile for Mahindra Holidays and Resorts India Ltd, in.reuters.com accessed 12th March
2014.
Timeshare pioneer Sterling Holiday Resorts is staging a comeback - Business Today,
businesstoday.intoday.in accessed 14th April, 2014.
India Timeshares - Rent, Sell or Buy Timeshare in India,www.sellmytimesharenow.com, accessed
15th April


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16. Annexures



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